STORES Magazine - April 2011 - (Page 40)

NUTS AND BOLTS / CROSS-CHANNEL METRICS iCats L strive to provide easy and convenient access for our customers.” Lands’ End’s next-gen digital catalogs Customer connections Digital editions retain the same qualiBY JANET GROEBER ty look as the printed publication but offer interaction, an optimized search ands’ End has been offering quintessential American clothing since engine, live web links, full stats package, 1963. Today, the global, multi-channel retailer, based in Dodgeville, optional DRM and more. Future ediWis., offers a wide range of classically styled apparel for the whole tions will feature unique content, includfamily as well as home fashions and seasonal gifts. ing video. The app allows customers to downThe majority of Lands’ End’s business paper version arrives in the mail. load catalogs, then browse and shop is conducted through mail order and In“Connecting with our customers in from the digital edition: Users can flip ternet sales, but it operates freestanding ways that are most convenient for them through pages, zoom in on styles and stores and in-store shops in most Sears and providing world-class customer even add sticky notes to pages for future and Sears Canada stores (Sears acquired service has always been a priority at reference. One touch directs the user to the company in 2002) along with Inlet Lands’ End,” says chief marketing offithe product page on, (outlet) stores and shops in the U.K., cer Susan Sachatello. “Whether they where they can select a size and color Germany and Japan. choose to shop through our catalogs, and then return to the catalog for more Lands’ End is as famous for its wellonline or now with a mobile app, we browsing without ever leaving the app. made clothing as it is for its To purchase an item “Connecting with our customers in ways that are most convenient unequivocal (“Guaranteed. from the digital catalog, for them and providing world-class customer service has always Period.”) approach to custhe customer simply clicks been a priority at Lands’ End.” — Susan Sachatello, Lands’ End tomer service, which allows on it and is taken to the returns or exchanges at any product page on lands time, for any reason. It’s also to complete the renowned for other conorder. sumer-centric firsts: In the Lands’ End built the app 1980s it pioneered a toll-free in conjunction with digital phone number for ordering. content technology and In 1994, it was the first cataservices provider YUDU loger to make two-day shipMedia, a London-based ping standard anywhere in digital publisher with U.S. the continental U.S. without a offices in Boston and the surcharge. In 1995, Lands’ first to provide a self-pubEnd was the first apparel relishing solution for iPad & tailer to have an e-commerceiPod. enabled website. “I can’t give you numLands’ End is again making bers, but I can tell you that history: The company began we are encouraged by the offering digital catalogs via response we have seen,” an app in January. Lands’ Sachatello says. “From our End was inspired to develop call centers, catalogs and rethe app because of customer tail shops to our websites, feedback and the rise in the digital catalogs, Facebook number of users accessing its and mobile commerce sites, web catalog from iPads. we are striving to connect The free app is available in with our customers where, the Apple app store and at when and how it makes Compatible sense for them.” StORES with the iPhone, iPod Touch and iPad, the digital catalog is Janet Groeber is a Cincinavailable days before the nati-based business writer. 40 STORES / APRIL 2011 WWW.STORES.ORG http://www.LANDSEND.COM http://WWW.STORES.ORG

Table of Contents for the Digital Edition of STORES Magazine - April 2011

Stores Magazine - April 2011
Editor’s Page
President’s Page
Retail People
Chain of Uncertainty
Digital Couponing
Energy Management
Social Media
Cross-Channel Metrics
Broadband Bonding
Workforce Management
Alternative Payments
Divisional Update
NRF News
Point of View
Retail Industry Calendar
End Cap

STORES Magazine - April 2011